近年來，由於國民所得的提昇與政府推行了週休二日制度，國人在滿足基本生活需求後，對於休閒旅遊也更加的重視。加上國內旅遊風氣逐年興盛，國人在各項休閒活動的花費也與日遽增，不僅是需求量的增加，同樣地，在休閒活動的品質要求也逐年增加。因此，從事休閒事業的第一線服務人員，如何在其從事服務活動時能滿足顧客的需求，同時又能得到顧客的滿意回應。著實，第一線服務人員扮演了舉足輕重之角色。
雖然台灣已進入服務經濟的時代，但是服務品質仍然視為國人所詬病的主要因素。而服務品質的各項構面中，由其以服務態度為人所重視，對服務態度的要求是最根本的，如果服務人員的服務態度不好，顧客的滿意度也會直接的影響，進而造成企業出乎意料的損失。因此，企業對服務態度的要求是很重要的，要能調整第一線服務人員與顧客間的互動才能創造並提昇顧客或消費者的滿意度。
基於此，本研究旨在探討員工對服務態度之認知與服務品質之關聯。並試著以統計分析等研究方法，系統性地分析出服務人員自評其對服務態度的認知並預測不同的服務品質指標。本研究以W主題樂園正職與平日計時員工為研究對象，以問卷方式為主進行調查。回收84份，有效回收率為100%。
研究結果顯示得知，如果僅以服務態度衡量服務品質並不能夠完整呈現服務品質的全貌，但我們卻可得知服務品質及服務態度的有效指標是相當類似的。 最後，本研究歸納出以不同的服務態度構面可以預測不同的服務品質指標。如果管理階層能在制定招募策略時能將具有服務態度特質的員工遴選進入企業，在其展現休閒活動服務時必能夠展現最佳之服務態度。

In recent years, due to the increase of national income & the 5-working-day system made by government, and the fulfillment of daily basic needs, people in Taiwan have emphasized more on leisure time. With the prosperous of domestic travel, our people are having more recreation expenses. The demand volume is increasing, so is the quality of recreation. Therefore, the front line service staff of recreation services has to meet customers’ needs and gain their feedback out of their satisfaction while offering services. It is true that the front line service staffs are playing an important role.
Although Taiwan has entered the epoch of service economy, service quality is still a major problem. In all the aspects of service quality, service attitude is emphasized the most. The requirement for service attitude is the most basic thing. Bad service attitude will directly influence customers’ satisfaction, further resulting in enterprise’s unexpected losses. As a result, it is important for enterprises’ to pursue good service attitude. Only better interactions between front line staff and customers can enterprises create and increase customers or consumers’ satisfaction.
Based on this opinion, this research mainly discusses the connection between staff’s acknowledgement of service attitude and their service quality by systematically analyzing service staff’s self-estimate of their acknowledgement of service attitude, and predicts different service quality indexes with the methodology such as statistic and analysis. This research takes the fulltime and part-time staff of W theme amusement park as objects, and conducts this research with questionnaires. There are 84 copies of returned questionnaires and 100% is in effect
.
According to the result, evaluating service quality by service attitude only is not able to capture the complete picture of service quality. However, we can realize that the efficient indexes of service quality and of service attitude are very similar. Eventually, this research induces that different service aspect can predict different service indexes. If executives can recruit staffs by the characteristic of good service attitude while establishing their recruit strategy, the staffs certainly will show their best service attitude when offering recreation services.

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